• by Wayne Friedman , July 7, 2008

Universal Studios' new theatrical film "Hellboy II: The Golden Army" has been getting some rare original co-marketing spin on a number NBC Universal's TV channels -- all to broaden the movie's appeal.

Looking to expand beyond the strong young male "Hellboy" demo, NBC Universal's broad-based TV networks are attempting to find new audiences for the Universal film franchise. TV spots include Bravo's "Inside the Actor Studios," with James Lipton interviewing Hellboy, who talks about his feelings. Another spot has Hellboy playing a video game with NBC's "Chuck." For NBC's reality competition effort "American Gladiators," Hellboy tries out a combative weapon -- which goes awry for one contestant.

There is even a faux public service announcement spot featuring our red-face, red-skin Hellboy petting a cat -- a riff on NBC's "The More You Know" PSA campaign. The theme: don't judge anyone by the color of their skin, in this case, red.

Sci-Fi Channel's reality show "Ghost Hunters" has Hellboy looking for poltergeists. For NBC's young Spanish-English language Mun2, he is auditioning as a VJ. More NBC associations: next Thursday, Hellboy actors Ron Perlman and Selma Blair -- as themselves -- will host NBC's July 10 lineup, the day before the movie opens.

All the spots are comedic in nature.

"We wanted to show him with a sense of humor because if you look at him he is red, pretty ugly and his first name is Hell," according to one executive. "The intent was to broaden the franchise." NBC's aim is to explain to possibly older viewers, such as parents of kids that saw the original movie, that Hellboy is a good guy fighting evil.

Typically, movie commercials are cut from existing movie footage. Movie studios use small entertainment boutique ad shops to produce those TV commercials, as well as in-theater movie trailers.

It's rare for theatrical films to go the extra distance and produce original TV commercials. Studios have been known to run full-length movie trailers and have actors/characters appear on sister TV networks' shows.

NBC Universal has already produced another co-branded effort this summer featuring Universal Pictures third version of its "Mummy" franchise, called "The Mummy: Tomb of the Dragon Emperor." The film's new adventure is based in China. "The Mummy" opens August 1; the Olympics start August 8.